Timbers Community Update – Timbers name new community ambassador, ad campaign gains more traction

Portland TimbersThe Portland Timbers are building their brand through an advertisement campaign featuring fans and highlighting the experience of being a soccer supporter. Even non-traditional sports fans are starting to notice the buzz created from billboards and signs about town, and the impact on ticket sales has been impressive.

Fan engagement has been a significant portion of the Portland Timbers’ efforts to build momentum as they move into Major League Soccer with games officially starting in March. Unlike many team advertisements that focus upon players, the “We Are Timbers” billboards and television commercials show soccer fans in various Timbers gear to inspire viewers to see what all the fuss is about. I’ve heard some comments from people unaware of the soccer team here or the jump from USL to MLS, wondering what the axe people represent, but for those in the know, the group represents those attending Timbers matches: men and women from various parts of the world with varying experiences relating to soccer who gather on match day to support their local team.

The Timbers faced a challenge in constructing a buzz, especially since most of the players from their USL team wouldn’t join the MLS club, and what players would be signed would be done too late to really create an effective program. If the Timbers had waited until after the various MLS drafts conducted in November and January to then make players the focal point, making any realistic season ticket sales goals would have been nearly impossible. With the Timbers Army being a vocal and noticeable presence around town, the logic of tying the fan experience to promote the brand was a brilliant touch, and one that is paying immeasurable dividends.

The team surpassed the 10,000 number barrier for season tickets sold earlier this month, and plan on capping sales at 12,000 to allow the sales of some smaller ticket packages and single game sales. Fellow MLS clubs have taken notice of the billboards through the internet, and seen how well they have been received. Fans of the original MLS teams like D.C. United, Dallas, and New England have dealt with various challenges over the years to gain any attention for their sport, and their work had led to increased media attention, acceptance from casual fans, and a recognition that newer clubs can use to their advantage. It also helps that while domestic soccer is gaining in reputation, worldwide the game is the most popular sport with competitions like the World Cup, English Premier League, FA Cup, Bundesliga and Serie A only cementing that standing. American soccer fans are embracing MLS, while immigrants from other parts of the world moving here are also seeing MLS for what it is: improving in skill and stature, and gaining notoriety.

View full sizePitch Black Underground BlogThe "We are Timbers" advertisement campaign has drawn positive attention to the team by spurring season ticket sales while creating a buzz amongst soccer fans nationwide. While some residents have raised concerns about the location and size of the ads, the Timbers have enjoyed unprecedented attention within the city, helping spark ticket sales. Other soccer markets nationwide are also noticing the campaign, showing them that Portland is indeed worthy of joining MLS.

Even sports columnists that have shied away from soccer are taking notice about the Timbers, as the Oregonian’s John Canzano talks about the Timbers ad campaign, saying it sends the right message. While his message focuses more on a possible competition of ticket revenue dollars between the Trail Blazers and the Timbers and how that might affect the NBA team in the shadow of a lockout, one point he did make clear is that people not normally focusing on soccer are taking notice and wondering what’s going on at PGE Park (or whatever it might be called once naming rights are secured.) Being a fan of basketball and soccer, I can appreciate the unique fan experiences that both sports offer, especially in Portland which is known for having passionate, vocal and knowledgeable fans.

View full sizeKip Kesgard, community bloggerScot Thompson played in many big matches over the years for the USL Timbers, becoming a fixture on the team's back line. Now, the long time USL Timbers defender joins the team officially as their first community ambassador. Thompson held this role in 2010 while also playing with the USL Timbers, but he retired during the offseason and now will devote his time to this role promoting the Timbers' community efforts.

He’s overwhelmed and honored by the role, and he said during a recent email exchange, “Being a part of the Timbers organization has shaped my life over the past seven years and I am extremely grateful for it. I am able to use soccer as a tool to make our community and all our lives better. When I moved to Portland I was always happy with the deep history and traditions from Clive to Timber Jim. I think our attachment to our roots is what makes this club so strong. Being able to bring past players on board only strengthens our ties to the community. This club goes beyond being just about soccer and is the heart of the city.”

The Timbers are also involved in discussions with local neighborhoods near the stadium to ensure that residents are not adversely affected by traffic and parking issues during game days. With an expected increase in attendance and no significant changes in the parking regulations in the area since 2001, the team, the City of Portland and neighborhood associations are working together to address any resident concerns. While there were no conclusions reached during the January 20 meeting, there are plenty of ideas being considered after much input from concerned parties, including updating permit parking times, encouraging mass transit use, or additional parking code enforcement.

While creating a brand starts with fielding a competitive and entertaining team, successful organizations must also pay attention to the outlying details to ensure overall success. The Timbers are continuing to show their commitment not only to produce a winning product on the pitch, but to be a contributing member of the local community.